Sports Map Network
An educational platform for masterclasses on sports physiotherapy and rehabilitation.
Project overview
Challenge
Transform the Masterclass page from a library to a high converting and engaging landing page that encourages users to sign up for a free trial.
Problem
- Unclear value proposition
Users need to quickly understand what type content does Sports Map Network offer, is it relevant to their unique situation, and is this a credible source. Improving clarity on service benefits and feature descriptions was key. - UX and service offering misalignment
Not only did users fail to sign up, users who signed up for a 7 day free trial would cancel before the trial ends. Identify and plug gaps in marketing strategy. Create content to align the UX and psychology with service offering, addressing the users' needs at all touchpoints. - Poor website UX
Navigating the website, sign up process for a new account, activating a 7 day free trial and accessing learning material was confusing, with little guidance on what the user could expect. Mapping out this process and providing clarity at each touchpoint was essential.
The Masterclass page
Initially designed as a library to house all masterclasses, the masterclass page struggled to accommodate members and non-members, with both parties following the same navigation and being presented the same page. This created a less-than-ideal user experience for those who’re simply looking for more information on why they should become a member.
Challenges of the masterclass page
Overwhelming experience for non-members who’re looking for more information to become a member and not quite ready to watch masterclasses yet.
Lack of information about the membership service
No distinction between members and non-members
Categorisation of masterclasses is unclear and overwhelming
No clear direction on how to sign up other than sign up button in top right
Revamping the
Masterclass page
To address the challenges of generating new users, the Masterclass page redesign focused on creating value and a user-friendly experience. This meant tackling the core issues head-on, revamping the UX members and non-members.
improvements to the masterclass page
Improved visual hierarchy and distinct sections to address user pains, communicating benefits and features of the product that aligns with the user's psychology.
Engage users with unique selling points and ‘trusted by’ section to build trust and authority.
Trending section serves an immediate purpose for users who’re further along in their journey and are looking for injury specific content.
Clear service offering and social proof
Promotes understanding with clear explanation of service offering that helps users see the value of becoming a member.
Overcome doubts and encourage conversion with 7 day free trial call to action buttons and objection handler beneath it.
Build trust and credibility with testimonials from prominent elite sports physiotherapists.
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Visual connection and familiarity
Creates familiarity with users who identify visually with presenters they know and trust.
Provides a list of credible presenters for users who are eager to learn from the best in the industry.
Discovery
A deep dive into who is Sports Map Network, what do they have to offer and who their ideal user is. Action items for this stage:
- Full service audit: Understand the who, what, how and why of Sports Map Network
- User persona and journey map workshop: Identify who is Sports Map Network's ideal user and their pain points
- Qualitative UX research: User interviews
- Quantitative UX research: Competitor analysis, case studies, reviews, testimonials, characteristics of existing database of users
Defining the user
Career Driven Physios are people who stay relevant with the most up to date practice in sports physio, to provide the best treatments that support and enhance athlete’s performance, improve quality of life, and get them back on the field as soon as possible. Due to the nature of their job however, they are often timepoor, finding it hard to prioritise time for learning and need something quick and easy to consume.
Focused on career progression, they want to be recognised as an elite sports physiotherapist but aren’t always sure on the best path to get there. With this passion, comes a thirst for knowledge and education, to learn from the best in the industry, and feel confident in their clinical processes.
SOME CHARACTERISTICS IDENTIFIED
- 50/50 split between male and female
- Age range - majority 25-35 (~65%)
- 90% Based in Australia
Some needs and pains identified in user journey map workshop
I don’t have time to attend a live course
I don’t have time for long video courses
I don’t have access to experts at my clinic
I need injury specific information
Not enough injury specific information
User flow
Define
Defining Sports Map Network’s messaging
Value propositions | Features & benefits | Unique selling points
The purpose of this step is to develop messaging and set clear content guidelines that will help drive all future marketing and content creation, building harmony with the user and/or service through consistent messaging.
Taking what we know from the service audit and user persona, this process helps us distil our insights into easy-to-understand messaging that aligns with our user and their psychology and how we address their goals and pain points at all stages of their journey.
Who is Sports Map Network, how does your product resolve customers problems or improve their lives, why should your customer buy from you – these are some of the questions we aim to answer.
Marketing strategy
Aligning UX and service with marketing
Using insights from our user journey and service audit to develop the marketing funnel, we are able to highlight all potential user touch points from awareness, consideration, conversion and retention. This gives us clarity on what type of content we need to create, for which channel, and the type of messaging we need to use to ensure we meet the user needs and psychology at each stage of their journey.
Objective
- Design conversion focused marketing funnel that will generate new user accounts and nurture users to sign up for the 7 day free trial.
- Retarget ads to users with on actions taken at different stages of the funnel.
- Implement a feedback loop with exit surveys to gather qualitative data at scale on why users are cancelling their memberships.
Marketing channels utilised in this strategy:
- Facebook ads
- Google ads
(Note: this is not the full flow)
Paid ads
Email strategy
Through early workshops, it was identified that users were creating free accounts but were not signing up for the 7 day free trial. Based on this evidence, 2 email sequences were created to segment users into separate databases.
- Welcome sequence: A conversion focused series of emails designed to prompt users to activate their 7 day free trial.
- Onboarding sequence: A retention focused series of emails designed to provide value and encourage users to retain their membership once free trial ends.
- Exit survey: To gather qualitative insights on the product, why they cancel their membership and how it can be improved.
- Newsletter: To maintain connection with members and non-members, keeping them in the loop with new content.
- Retargeting ads: Ads were shown to users based on actions they took throughout the funnel and email flows to stay front of mind.
(Note: This is not the full email flow.)
